Lurse

What Lurse does

Lurse (legal entity: MRH Trowe Benefits, Pensions & Compensation GmbH) is a German HR strategy and occupational pension consulting firm founded in 1989 in Salzkotten, operating as a subsidiary of MRH Trowe AG Holding, a top-10 German insurance broker. The firm delivers consulting and digital solutions across compensation and benefits, talent and performance, occupational pensions (Betriebsrenten, or bAV), and benchmarking, targeting large enterprises (e.g., Deutsche Bahn, Merck KGaA, KRONES, Amadeus, KraussMaffei) and mid-sized companies (Mittelstand). Core technology comprises a portfolio of proprietary digital tools — P·LIVE (bAV administration platform), GRA.CE and Grading Assistant (job evaluation), MI.CA (compensation market comparison), and LUX (compensation benchmarking database) — supplemented by the AMAKURA bAV administration component and the Lurse Technology Solutions (LTS) IT consulting practice. Following the March 2025 acquisition of Heubeck AG, Lurse now combines 500+ bAV experts including 70+ actuaries, holds the Heubeck-Richttafeln (the standard for German pension balance-sheet valuation), and positions itself as Germany's third-largest full-service provider for company pensions.

Lurse operates a hybrid revenue model combining professional services (project-based compensation, grading, pay equity, bAV advisory, actuarial, and IT consulting engagements quoted per scope) with subscription / recurring SaaS access to P·LIVE, GRA.CE, MI.CA, and LUX, plus one-time licensing for bespoke benchmarking studies and recurring training revenue from C&B Manager certification and seminars. Go-to-market is enterprise field sales augmented by event-led demand generation (round tables, working groups, webinars), content marketing (annual trend and cross-industry benchmarking studies), and partner-led distribution through the MRH Trowe insurance broker network and the Worldwide Broker Network. The April 2025 Allianz Plug-In Pension co-development with Allianz Global Investors extends the commercial footprint into standardized, near-push-button digital bAV for the Mittelstand, deepening productization of previously bespoke pension mandates.

Name

Lurse

Legal name

MRH Trowe Benefits, Pensions & Compensation GmbH

Website

https://lurse.de

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

German HR strategy and occupational pension consulting firm (part of MRH Trowe group) serving large enterprises and Mittelstand with compensation, grading, bAV advisory, actuarial services, and proprietary digital platforms such as P·LIVE, GRA.CE, MI.CA, and LUX.

Ownership category

akta.pro rank

Product category

HR Consulting & Occupational Pension Services

NAICS

Human Resources Consulting Services (541612), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Labor Relations & Employment Practice Advisory (BPAHAGAK)

akta.pro secondary industries

Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Employee Benefits Brokerage & Consulting (FSAEADAC)

Keywords

• Compensation benchmarking services
• Occupational pension consulting
• Job evaluation grading
• HR consulting services
• Benefits administration software

Headquarters

HQ city

Salzkotten

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Consulting Services: Professional consulting services for Compensation & Benefits, Pensions, and Talent management including job evaluation/grading, compensation advisory, pay equity solutions, bAV consulting, flexible benefits, and HR strategy.
2. Digital Tools / SaaS Platforms: Subscription-based access to digital tools including P·LIVE (bAV administration), GRA.CE (grading), LUX (benchmarking), and MI.CA (compensation analysis). Full outsourcing model for bAV administration.
3. Benchmarking Studies: Compensation and benefits benchmarking studies, individual studies, and cross-industry benchmarking reports.
4. Training & Seminars: C&B Manager training programs, in-house workshops, webinars, and round tables.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Lurse provides holistic HR and occupational pension (bAV) consulting services to German enterprises and mid-market companies, covering compensation & benefits advisory, job evaluation/grading, pay equity, flexible benefits, and people & organization strategy. The firm complements consulting with proprietary digital platforms—P·LIVE for bAV administration, GRA.CE for job evaluation, MI.CA for compensation market intelligence, and LUX for benchmarking—delivered through subscription or full-outsourcing models. Following the 2025 acquisition of Heubeck AG, the firm also offers actuarial services underpinned by Heubeck-Richttafeln standards.

Product overview

Lurse offers a unified platform-plus-modules architecture combining consulting services with proprietary digital tools. The core offering includes Compensation & Benefits consulting, bAV (company pension) services, and benchmarking, supported by a suite of digital tools: P·LIVE (digital bAV administration platform), GRA.CE and Grading Assistant (job evaluation/grading tools), MI.CA (market intelligence/compensation benchmarking), and LUX (benchmarking data platform). The 2025 Allianz Plug-In Pension partnership extends offerings into fully digital securities-based pension solutions for SMEs. Services span consulting, benchmarking studies, actuarial services, and professional education (C&B Manager training). The digital tools enable automation of HR processes including job evaluation, compensation analysis, and bAV administration.

Differentiator

Problem solved

Functional benefit

Brands

• P·LIVE: Digital platform for bAV administration enabling companies, insurers and fund companies to manage their entire company pension administration efficiently.
• GRA.CE
• Grading Assistant
• LUX
• MI.CA
• AMAKURA
• Lurse Technology Solutions (LTS)

Products and services

• P·LIVE Digital bAV administration platform that enables companies, insurers, and fund managers to manage their entire company pension administration efficiently and digitally, supporting all implementation pathways of bAV with automated processes.
• GRA.CE AI-assisted digital tool for job evaluation and grading systems that automates position evaluation processes for HR departments, enabling efficient and consistent job classification.
• Grading Assistant Digital tool supporting job evaluation and grading processes for HR professionals.
• LUX Online platform for compensation benchmarking and market data analysis, part of Lurse's benchmarking services and described as one of Germany's largest compensation databases.
• MI.CA AI-assisted market comparison tool providing compensation benchmarking intelligence, enabling data-driven salary and benefits analysis against market standards.
• Allianz Plug-In Pension Fully digital securities-based pension commitment developed with Allianz Global Investors that makes fund-linked direct commitments accessible to mid-sized enterprises through a standardized, digital solution administered via P·LIVE.
• Consulting Services Holistic consulting from concept to communication, supporting companies in designing and implementing HR systems following a Total Reward approach, including job evaluation/grading, compensation, pay equity, flexible benefits, and people & organization.
• Benchmarking Services Compensation and benefits benchmarking services backed by one of Germany's largest compensation databases, offering individual studies, cross-industry benchmarking reports, and access to the LUX platform.
• Betriebliche Altersversorgung (bAV) Services Company pension services including design and digitalization of pension, CTA, and time value account systems, actuarial assessments, pension obligation calculations, risk analysis, communication, and international consulting.
• Lurse Technology Solutions (LTS) Holistic IT consulting services covering IT strategy, governance, risk & compliance, automation, data & analytics, modern work, and IT merger support.
• C&B Manager Training Professional training program (Ausbildung zum C&B Manager) for Compensation & Benefits managers, providing certification and skill development in compensation and benefits management.

Quantifiable outcome

• 85% of surveyed companies rate bAV as important for the future (Lurse bAV Study 2024)
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Allianz Global Investors (AllianzGI)coreStrategic or Co-development Partner · 25 April 2025AllianzGI and Lurse developed a fully digital bAV solution (Allianz Plug-In Pension) for the Mittelstand (mid-sized companies). This securities-based pension commitment makes the fund-based direct commitment implementation pathway accessible to medium-sized enterprises through a standardized, nearly 'push-button' digital solution. Lurse provides digital administration through P·LIVE platform.
• Heubeck AGcoreStrategic or Co-development Partner · 28 March 2025MRH Trowe & Lurse acquired all shares of Heubeck AG, a leading independent consulting company in occupational pensions with over 75 years of tradition. Heubeck's nearly 200 employees (including 70+ actuaries) specialize in actuarial evaluation and consulting. The Heubeck-Richttafeln set the standard for balance sheet valuation of German pension obligations. The acquisition makes MRH Trowe & Lurse Germany's third-largest full-service provider for Betriebsrenten.
• Worldwide Broker Network (WBN)minorChannel Partner/ Reseller/ DistributorLurse is a member of the WBN (Worldwide Broker Network), the largest independent broker/consulting network with 109 members globally. This membership provides international reach and network capabilities for cross-border consulting.
• MBWL InternationalcoreStrategic or Co-development PartnerLurse partners with MBWL International for international pension and retirement consulting. Together they offer international pension consulting from a single source, including global reports for multinational companies.
• MRH Trowe AG HoldingcoreOthersLurse (MRH Trowe & Lurse GmbH) is part of the MRH Trowe Group, one of Germany's top 10 insurance brokers and consulting houses in Insurance, Benefits, and Finance. The group manages over 700 million euros in premiums with around 1,500 employees.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mercer: Global HR consulting leader offering compensation, benefits, and pension advisory services to multinationals. Directly comparable to Lurse's bAV and compensation consulting franchise but with significantly broader geographic reach and scale.
• Willis Towers Watson (WTW): Global advisory firm providing actuarial, compensation, and benefits consulting to large enterprises. Overlaps directly with Lurse's bAV actuarial services and job evaluation/grading offerings across DACH and globally.
• Aon: Global professional services firm with a major Human Capital practice covering retirement/pensions, compensation benchmarking, and HR consulting. Directly competes with Lurse in enterprise bAV and compensation advisory.
• Korn Ferry: Global organizational consulting firm offering compensation, benefits, and talent advisory services. Comparable to Lurse's HR consulting offering, particularly on compensation design and job evaluation.
• Deloitte Human Capital: Big 4 advisory practice covering compensation, pensions, and HR transformation. Competes with Lurse for large-enterprise HR consulting engagements in DACH.
• PwC People & Organization: Big 4 HR and workforce consulting practice offering pension advisory, compensation benchmarking, and HR transformation. Comparable to Lurse's enterprise consulting offerings.

Direct peers

• Kienbaum: German HR consulting firm offering compensation, benefits, pension advisory, and executive search. Closely comparable to Lurse as a Germany-headquartered mid-sized HR consulting peer with overlapping service lines.
• hkp group: Frankfurt-based HR and compensation consulting firm specializing in executive compensation, governance, and people analytics. Comparable niche competitor to Lurse in DACH compensation and HR advisory.

Others

• Allianz Global Investors (AllianzGI): Allianz's asset management arm and Lurse's strategic partner for the Allianz Plug-In Pension. Comparable as a bAV ecosystem participant and capital investment partner rather than direct competitor.
• PageGroup: Global recruitment and HR services firm. Adjacent rather than directly comparable, but relevant as an HR services ecosystem participant serving overlapping enterprise clients in compensation/talent markets.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/lurseag
• LinkedInlinkedin.com/company/mrht-lurse

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lurse